As we head into the final days of 2021, TikTok has shared feedback on the platform’s growing influence as a channel for commerce and promotion, in highlighting some of the top brand trends of the year, which might provide some pointers on what might work in your own TikTok marketing approach.
And without a doubt, many brands will be looking in the direction of TikTok in 2022. According to estimates by App Annie, TikTok will reach 1.5 billion users next year, making it the second largest social media platform in the world, behind Facebook. And that’s without India, where TikTok is banned, and where Facebook has some 349 million users.
Increasingly, in its current growth trajectory, TikTok is becoming the key app that many users are focusing on in many markets – which is why this list of brand hits and hashtags of the year provides insight. valuable marketing.
First, TikTok notes the growth and influence of the platform as a driver of brand and product awareness.
“Impact of #TikTokMadeMeBuyIt, the hashtag with 7B + views, and the movement that cleans shelves across the country, extends far beyond the platform – in bookstores, coffee shops, TV commercials and everywhere in between . As products became popular with the community, brands kept showing up to amplify those same #TikTokMadeMeBuyIt moments that got the whole community talking and buying this year.
TikTok showcases Clinique’s “Almost Lip”, which has seen a surge on the back of TikTok clips, and Bissell’s “Little Green Machine” carpet cleaning device, which has gained tremendous exposure thanks to the community #CleanTok.
The #littlegreenmachine hashtag has now led to over 69 million cumulative video views, and that exposure more than doubled the device’s sales for the year.
The breadth of trends related to the #TikTokMadeMeBuyIt movement underscores growing opportunities, across many industries, via the app, which are likely beyond what you might expect. TikTok is no longer limited to dance trends and memes, as its audience grows, the range of content and conversations available also grows, which has opened up major opportunities for many marketers.
Maybe there is already an active trend for your products.
TikTok also highlights products inspired by the platform, including GAP’s brown hoodie, which the company re-added to production after a viral TikTok clip showing the vintage item, and Paradise Island’s “Self-Tanning Water”.
As explained by TikTok:
“The [Isle of Paradise] The trend spread so quickly that self-tanning water refills sold out at Sephora in less than 24 hours. Immediately picking up on the trend, Isle of Paradise developed its own Pro Glow Spray Tan Kit, releasing it within 3 months of the first viral video. It is the brand’s very first crowdsourced product and a success, with the Kit already a bestseller at Sephora.
Smart brands pay attention to the latest changes on the platform and strive to align with trends when opportunities arise. And again, with TikTok on track to hit 1.5 billion users next year, it’s worth every business to establish a monitoring process, at least, to keep up with the trends and movements of people. products, to inform your own approach – both on TikTok and in your overall marketing process.
TikTok also highlights trends from participatory brands, like the #JifRapChallenge, which saw Jif team up with Ludacris to call on users to share a clip of themselves rapping with a dollop of peanut butter in the mouth.
The challenge used TikTok’s Duet feature to promote engagement, while expanding the Jif brand message. Videos using the hashtag have so far been viewed over 7.2 billion times.
There are also brands that have taken to organic trends, like the NFL in partnership with the very big Emily zugay for several creative re-branding projects.
Zugay, who quickly became known worldwide for her design skills, also worked with Mcdonalds, and even Facebook on its rebranding Meta. Along with the NFL, his branding work for the Detroit Lions has even led to a popular (get it) line of new merchandise.
The expanded reach and resonance of these campaigns further highlights the platform’s opportunities, and while brands can (and get wrong) wrong, and therefore miss the trend, those that can get it right can do it right. glean major exposure and association benefits.
There’s a lot more information and highlights in TikTok’s full overview of branded content, which you can check out. here. And while not all businesses may experience the same level of success as these top initiatives, the list could help provide guidance for a more effective platform approach.